Pengaruh Flash Sale dan Deceptive Advertising Terhadap Keputusan Pembelian Generasi Z Pada Marketplace Shopee

Sasongko, Rico (2026) Pengaruh Flash Sale dan Deceptive Advertising Terhadap Keputusan Pembelian Generasi Z Pada Marketplace Shopee. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to test and analyze the influence of Flash sale and Deceptive advertising on the Purchase Decision of Generation Z users of the Shopee Marketplace. The growing use of scarcity-based promotional strategies alongside misleading advertising practices on e-commerce platforms forms the background of this study, given that both factors have the potential to influence the purchase decisions of younger consumers. This study employs a quantitative approach with 150 Generation Z respondents who are Shopee users, selected through purposive sampling, and analyzed using multiple linear regression with the assistance of SPSS. The results show that Flash sale and Deceptive advertising both have a positive and significant effect on the Purchase Decision of Generation Z, both partially and simultaneously. These findings indicate that flash sale promotions as well as misleading advertising practices are still able to drive the purchase decisions of Generation Z on the Shopee Marketplace, so that the results of this study are expected to serve as a consideration for business practitioners in designing more transparent and ethical marketing strategies.

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